- If any of you folks have been to major malls recently, and spotted hordes of kids jumping up and down on a lighted area on the floor, you might have been witnessing Reactrix, which is a game-like interactive advertising projection.

And yes, it's been around for a while, but they just put out a new press release announced that the firm "...has secured partnerships from top tier gaming properties, Microsoft Xbox and THQ, to develop multiple creative advertising campaigns that will drive casual gamers into stores this holiday season."

Firstly, here's, the “Jump In” ad for Xbox, which "...features Reactrix’ Brand Positioning (BPS) technology - when a shopper steps on an Xbox logo, graphics pop up that direct them to the closest retailer featuring the product, further enhancing the shoppers' experience and driving sales."

In addition: "THQ, Inc., the leading worldwide developer and publisher of interactive entertainment software, partnered with Reactrix to not only drive consumers to retailers this holiday season, but to also add a powerful branding element to their newest gaming releases. Reactrix created unique, interactive game-play campaigns for releases like “Spongebob’s Atlantis Squarepants,” “Ratatouille Food Frenzy,” “Avatar: The Burning Earth,” and “Cars Maternational” to help differentiate these titles from their home video and DVD campaign counterparts."

Looks like the THQ one has a bit of a Warlords type feel to it, or something. To clarify - you can actually affect objects on the floor by stepping on them and kicking them, and it calculates the physics to make all the object bounce off each other, so it's pretty neat tech. It'd definitely be cool to see much more complex games using Reactrix - though one suspects the hardware will be a bit expensive for home rollout in the short term, heh.